DieHard enters alkaline battery arena
Columbus, Ohio-based Dorcy, a flashlight and battery manufacturer, is introducing DieHard branded alkaline batteries to the market.
The DieHard brand on an alkaline battery was on display at the National Hardware Show in Las Vegas.
"It's a natural," said Dorcy president and CEO Tom Beckett. "The DieHard brand has enormous goodwill, and this launch is a natural addition to our core business."
DieHard is a brand owned by Hoffman Estates, Ill.-based Sears Holdings. Dorcy is a longtime supplier of flashlights to Sears.